Where to advertise in 2022 so as not to annoy consumers.

The average user now spends almost 7 hours a day on the Internet from all devices – more than 48 hours a week, 2 full days out of 7. The coronavirus pandemic has changed the way people think, including how they perceive ads. Forbes analyzed the new Kantar Media Reactions 2022 report and selected 4 insights that explain how consumers can maximize their engagement in the digital world without irritating consumers.

1. Go through the game.

3 out of 4 Internet users close ads as soon as they appear on the screen. 47% of respondents use ad blockers to avoid seeing annoying offers at all. Especially when the end of cookies is nearing. The search engines Safari, Firefox and Brave already block third-party cookies. Google will join them in 2023.

Kantar suggests paying attention to ads in mobile games. The appeal of this channel has grown by 5% compared to 2020. Consumers find ads in mobile games to be the most “relevant”, useful “and also” trustworthy, “the report said. For them, this is one of the most fun and entertaining formats along with movies and stories.

2. Podcast – “digital golden goose”

Despite the fact that podcasts are a new media channel, in 2020, behind only influencer marketing, it became the second largest advertising capital. Kantar researchers call podcasts the digital golden goose.

Advertising integrations in podcasts provide higher and lasting results than standard forms of promotion due to the fact that listeners are more emotionally involved, the credibility of the podcast author is transferred to the advertised product, and active listeners spend up to 7 hours a week on podcasts.

3. Not just TikTok.

The number of TikTok users has doubled over the past year and looks even more attractive in the eyes of advertisers. Consumers consider it to be the platform with the most “funny and entertaining” ads. And Amazon came in second among online channels, ahead of Instagram, Google and Twitter.

However, the study found that while the pandemic has accelerated digital growth across all walks of life, consumers are still more positive about movie theater ads, sponsored events, magazine ads, and point of sale (POS) ads.

4. Brand archetype.

When writing media plans, marketers are often faced with the “innovator’s dilemma”: how much innovation to allow so as not to change consumer habits and at the same time meet their changing needs. Kantar researchers suggest starting from the brand archetype, and then correlating it with the archetype of the media channel according to the NeedScope scheme. These are 12 types based on Carl Jung’s classification of archetypes.

For example, TikTok, Snapchat, and YouTube are all of the Joker archetype. Its key characteristics are “funny, playful”. Google and Twitter are the Sage archetype. He is associated with knowledge and mentoring. Amazon is an “Expert”, its key feature is competence. Facebook – “Networker” (warm, friendly), Instagram – “Magician” (exquisite, desirable).

Among global brands, Instagram does the best at doing this balancing act. YouTube, Google and Facebook are reliable platforms but considered less innovative, the report said.

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